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The 2024 Paris Olympics brought in record-breaking ad spending for NBC, having secured over $1.2 billion months prior to the start of the Games. Peacock’s streaming of events and other related content brought new ways to reach audiences, including allowing emerging brands to get in front of millions of viewers. Ads were not only seen on TV; social media was also a hub for advertisers, with TikTok at the fore.
Which brands appealed the most to viewers – and how did their campaigns perform?
Tapping into CivicScience’s ongoing consumer polling of thousands of brands shows how brands resonated among Olympics viewers. Among 13 brands that had advertising campaigns and/or partnerships with leagues or individual athletes, Samsung emerged as the most favorable. The technology company is a crowd favorite among the general population as well, but favorability jumps six points among this year’s Olympics viewers.
Visa, Apple, Michelob Ultra, and Glossier – the official beauty partner of the USA Women’s Basketball team – all saw noticeably stronger reception among Olympics viewers compared to the Gen Pop. Newcomer Nulo Pet Food, which partnered with Simone Biles for its first ad campaign, has also gained traction among Olympics audiences.
Weigh In: How often are your buying decisions directly influenced by advertising?
CivicScience data also tracked how these brands performed during the months the Olympics were taking place. Three brands showed a lift in favorability among Olympics followers from July to August. Samsung, a Worldwide Olympic Partner, saw the greatest increase in favorability with a spike of six points from month to month. Apple also saw lift among Olympics viewers, running an ad that focused on user privacy. Toyota, one of the most favorable brands studied, had a slight increase in growth in August.
Join the Conversation: How likely are you to purchase from a brand that sponsors Team USA and features ads during the Olympics?
The data show a high-level overview of consumer reception of Olympics advertisers and partners. For a deeper look at how CivicScience works with brands to track the underlying demographics, preferences, attitudes, and key attributes of their target audiences and prospective customers, check out the CivicScience Brand Lift Webinar.
